Learning objectives
The aim of the course is to explain the principles of marketing and the diagnostic and operational tools for managing the market interaction process. An analysis is made with constant references to the corporate entity, through the discussion of case studies and listening to external contributions from professionals. <br />
The first part of the course is dedicated to an in-depth examination of the strategic dimension, with particular emphasis on segmentation and the positioning of the firm’s product range on the market. <br />
The second part is dedicated to marketing mix policies functional to the pursuit of the targets set. <br />
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Prerequisites
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Course unit content
<p>The role of marketing in the firm and in society <br />
Planning of marketing strategies <br />
The environment, social responsibility and ethics in marketing <br />
E-marketing and customer relationship management <br />
Global markets and international marketing <br />
Market research and the marketing information system <br />
Target markets: segmentation and assessment <br />
Consumer buying behaviour <br />
Product, branding and packaging concepts <br />
Development and management of goods and services <br />
The fundamentals of pricing <br />
Pricing management <br />
Integrated marketing communications <br />
Publicity and public relations <br />
Distribution channels <br />
Personal selling and sales promotion <br />
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Full programme
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Bibliography
Pride W.M., Ferrell O.C. (2005), Marketing, Egea, Milano <br />
Teaching methods
The course takes the form of classroom lectures that integrate aspects of corporate theory and practice with the discussion of corporate case studies. <br />
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The student's grounding will be verified by means of a written test and, on request of those who so wish, also by means of an oral test.
Assessment methods and criteria
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Other information
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